Is Merch a Mistake?
Thoughts on Book Merchandise
Hello, marketeers!
I’m literally wrapping up for the year with the last of 2023 posts to go out. (I’ll tell you why that’s literal in just a moment). But first, I wanted to thank you for reading my first year of Substack news. Hopefully you found some value and adopted a few new ideas for your marketing plan. I’m always open to suggestions and listening to what worked and what didn’t for you. May you be enlightened with a renewed enthusiasm and foolproof strategy for your book marketing plans in 2024!
So, back to why I’m literally wrapping up for the year. And it has something to do with book merchandise (or merch, for short). I’ve ordered some merch to go out with book copies, to which I’ll be wrapping up and shipping out in the coming weeks. But I wonder, how far can one go with merch? When does it become OTT (over the top)?
I thought I might list some of the benefits and disadvantages to book merch, and perhaps some ideas that might get you thinking about your own. Feel free to share your merch experiences, too!
Benefit:
It gets readers excited about opening their package when it arrives. It creates an experience for the buyer, and endorphins make people happy!
Disadvantage:
If it’s disappointing it might end up in the trash. Wasted. :(
Benefit:
Excited readers will most likely share their unboxing experience and treasures on social media. More exposure for your book! Win, win! :)
Disadvantage:
People will get jealous if they don’t have any cool merch. Oh well, their loss.
Benefit:
You can create products that can be purchased alongside your book.
So many benefits: Further sales, further *free* marketing, further engagement with your book, further opportunities to sell in stores, further traffic to your website (tip: add a QR code to your merch, if possible).
Disadvantage:
Can be costly, particularly if you end up with ten thousand pieces of unwanted goods. (Tip: don’t buy that many to begin with!).
Benefit:
Simple merch (such as bookmarks and business cards) can be distributed in bookstores, libraries, schools, etc, and they don’t take up much space.
Disadvantage:
Can’t think of any except that free stuff can be swiped pretty quickly.
The benefits seem to out way the disadvantages, don’t you think? But be sure to stick with a budget and definitely don’t go over the top. You don’t want to take the focus away from your book.
Book Merch Ideas:
Bookmarks
Business cards
Postcards
Thank you cards / notes
Posters / banners
Stickers (labels for packaging, die cut, etc)
Colouring pages
Themed products (toys, games, enamel pins, pencils, keyrings, food items, etc)
Clothing (t-shirts, hats) for kids (with your logo or book character)
Bags (totes, library, pencil cases, etc)
Book Merch No-Nos:
Items that break
Items that don’t work
Loose confetti or glitter in your package (nightmare)
All merch and no book.
Got any others?
How do you handle your book merch? What do you think are essentials? Remember, you don’t have to spend a fortune, but a little extra buzz around your book can go a long way.
Hope you have a restful and rejuvenating break over the holidays and I look forward to connecting again next year!
#thanksfortouringwithus
Romi x
Hi Romi, I have loved your insights this year and look forward to more ideas in the coming year! I like the idea you have here of thank you/note cards. I hadn’t thought of that, but with my book,I think some illustrations would make nice cards! I got some magnets made this time, and they were great to give away to booksellers etc when introducing my new book and encouraging buy-in, and to random people I met! Hope you have a restful break! D xx